Project Brief

Brief from module handbook

You will develop an understanding of how
to apply these skills and methodologies to
a fashion brand, and will demonstrate this through creating a Brand Marketing Report, based on auditing their current positining, whilst advising on what they could improve on, or change in order to re-establish the brand.
You will choose from one of the following brands to base your marketing report on;
1. Topshop/Topman
2. Ben Sherman
3. Umbro
4. Victoria’s Secret
5. Abercrombie & Fitch 6. Dolce and Gabanna
Using this brand, you will use primary and secondary research, to develop a strategic Brand Marketing Report. Your report must be informed by your market research and should be relevant, insightful and considered, with a comprehensive evaluation of the brands current

market condition including any external factors affecting success, competitor analysis and a number of other key considerations.
A key part of your brand report will be to produce a creativenstrategy proposal with a series of recommendations, of which will naturally derive from your brand research.
These recommendations could be based
on advising your brand to connect with a new segment, launching brand extensions,
a change of ethics, or even developing new products, or introducing or relaunching social media platforms/influencer campaigns,

for example.
It must include references and sources acknowledged using APA referencing.

I have chosen to focus on Topshop as this is the brand I can relate to the most out of the five. This is the brand I would be most likely to shop at and therefore have a wider range of knowledge of the type of brand they are, the types of clothes they sell as well as other aspects such as advertising.